In 21st century in Russia emerged new, unique subculture known as New Russian Hipsters. IF you remove their mask, you'll find that hipsters make up today's new elite: financiers, creative types, journalists, in other words -- a new TA. But there is one special trait: Russian hipsters think Russian adv a completely lame. The idea is simple: if you can't beat your opponent with strength, use your wits. If your target audience thinks ads are lame, make an ad that doesn't look like one.